Elite Cricket Case Study

Google AdWords Shopping & SEO Campaign

Elite Cricket (www.elitecricket.co.uk) was set up in the summer of 2016 to supply the full range of cricket equipment produced by leading UK manufacturer by Gray Nicolls. The website is an eCommerce site which sells cricket bats, cricket balls, batting and wicket keeper pads and gloves plus cricket match day and training wear plus practice equipment.

The company and website was created by cricket enthusiast and former Berkshire County Cricket Coach Chris Wellings of CTC Aspire, based near Henley-on Thames.

The market for cricket equipment is very competitive with many established high street and online retailers. Therefore, the focus of Elite Cricket is to build awareness, sales and brand loyalty through schools and local cricket clubs around the UK. The facility to download a ‘Discount Voucher’ is a key component in generating a contact database for future outbound marketing activity, even from non-purchasing site visitors.

AdWords Shopping Campaign Pay-per-Click

To give Elite Cricket an immediate profile in Google’s Search results, and to capitalise on the 2016 Christmas market, we set up a Google Shopping campaign focusing on the higher value products with the full range available.

The Shopping campaign generated 69% of all website traffic through December and a good number of high value orders before the account was paused for the Christmas holiday shut down. It also served to illustrate which products generated most interest ahead of the main 2017 cricket season.

SEO Campaign

Traffic from Organic Search makes up around 46% of site visitor traffic. 80% of which are new, first time visitors to the site with strong engagement rates in terms of time on site and pages viewed. Elite Cricket now ranks for 47 keyword search terms.

“There has been steady progress in activity in the first few months of trading both from SEO and PPC generated visitor traffic. The real test comes as we move in to the first full cricket season and we continue to build meaningful engagement with new and returning customers.” Chris Wellings – Elite Cricket